The new brand aims to better reflect the company’s focus on delivering tailored, total solutions that exceed customer expectations.
Davis-Standard, a leading provider of polymer processing equipment and customer support solutions, has revealed the next evolution of its global brand to European customers. The new identity and messaging strategy is designed to better express the company’s customer-centric and forward-looking business approach. It is also expected to provide customers and prospects worldwide with a more unified and compelling visual experience when interacting with Davis-Standard marketing and web resources.
The previous Davis-Standard brand dates back to the 1950s and 60s, when Ben Davis joined Standard Machinery to create the Davis-Standard name. The original company, Reliance Machinery, was founded in 1848 and manufactured cotton gins and paper binding machines. Extrusion was developed in the 1950s. “We previously branded ourselves as ‘The Global Advantage’, and we’ve executed that by expanding our global facilities and capabilities over the years. But now the focus is now more squarely on helping our customers execute, to better understand their requirements, to build stronger relationships and trust, and to provide the best total solutions,” states Jim Murphy, president and CEO.
“Davis-Standard is recognised all over the world for equipment reliability and customer support, but we felt our brand wasn’t fully reflective of our standing in the industry,” continues Murphy. “We are leading the way in providing the solutions that help our customers be more competitive in today’s marketplace. We now have a brand that better speaks to that leadership. We have been on an upward trajectory and now is the time for our brand to embody what we have become, and still intend [on becoming].”
Kai Moellendorf, managing director of Davis-Standard’s subsidiary in Germany added: “The new brand positively reflects the global nature of Davis-Standard and all the brands it represents. This includes our customer-centric focus at ER-WE-PA in Germany and Davis-Standard Limited in the UK. The tagline ‘Where your ideas take shape’ fits well with our objectives of developing polymer processing solutions that optimise productivity and profitability. We aim to help customers create a better future with teamwork and collaboration.”
The brand refresh includes a new logo – the first logo update in nearly 50 years – and a brighter image. It
also includes an updated brand story, a new website and customer experience.
For more information about Davis-Standard, visit www.davis-standard.com.